It's one of those love/hate things.
I fell in love with the quiet of the John Deere Soundgard cab when they came out. Competitors' cabs were noisey and were well behind JD at the time. I love the parts availability, ususally in stock but if not, it's next day delivery. Hate the prices they charge but you get what you pay for, I suppose.
Monsanto did the research and development of several major groundbreaking biotech options for farmers. Farmers loved the convenience, and relative low cost of using RoundUp. Farmers loved not having corn borer weaken stalks, reduce yields, infect grain with toxins. Farmers voted with their wallets that they wanted biotech products. No one held a gun making me purchase John Deere equipment, or any of the other paint colored iron on my farm. Mon didn't hold a gun to any farmer's head, forcing him to buy their products. In fact, generic versions of RoundUp outsell the original stuff. And Pioneer still sells more seed corn and soybean seed than Mon does. Pioneer doesn't hold a gun on it's customers, either (and I ain't one of them).
